TO : All
SUBJECT: CUSTOMERS FOR LIFE by Carl Sewell
Please read again and review. Memorize by head and heart.
1
When Carl Sewell joined the family firm in 1967 it was third out of three Cadillac dealerships in Dallas. Today it’s the
biggest in America, $450million big, and all built on Sewell’s Ten Commandments of Customer Service. His principles
work across the full market spectrum from Chevvys to Cadillacs and from Hyundais to Lexuses and will almost
certainly apply just as well to solicitors, utilities, hotels, supermarkets - or any other business that wants its customers
to keep coming back. In fact, ‘Customers for Life’ is what Carl Sewell has called his excellent book explaining the Ten
Commandments (see below). In this article Nigel Hill examines some of the amazing customer service feats that have
been perpetrated in their name.
1. Bring ‘em back alive
Ask customers what they want and
give it to them again and again.
2. Systems not smiles
Saying please and thank you doesn’t
ensure you’ll do the job right first time,
every time. Only systems guarantee
you that.
3. Under promise, over deliver
Customers expect you to keep your
word. Exceed it.
4. When the customer asks the
answer is always ‘yes’
Period.
5. Fire your inspectors and consumer
relations’ department
Every employee who deals with clients must
have the authority to handle complaints.
6. No complaints? Something’s
wrong
Encourage your customers to tell you
what you’re doing wrong.
7. Measure everything
Baseball teams do it. Football teams do it.
Basketball teams do it. You should too.
8. Salaries are unfair
Pay people like partners.
9. Your mother was right
Show people respect. Be polite. It works.
10. Japanese them
Learn how the best really do it; make their
systems your own. Then improve them.
Case Study
When Carl Sewell joined the family firm in 1967 it was third out of three Cadillac dealerships in Dallas. Today it’s the
biggest in America, $450million big, and all built on Sewell’s Ten Commandments of Customer Service. His principles
work across the full market spectrum from Chevvys to Cadillacs and from Hyundais to Lexuses and will almost
certainly apply just as well to solicitors, utilities, hotels, supermarkets - or any other business that wants its customers
to keep coming back. In fact, ‘Customers for Life’ is what Carl Sewell has called his excellent book explaining the Ten
Commandments (see below). In this article Nigel Hill examines some of the amazing customer service feats that have
been perpetrated in their name.
1. Bring ‘em back alive
Ask customers what they want and
give it to them again and again.
2. Systems not smiles
Saying please and thank you doesn’t
ensure you’ll do the job right first time,
every time. Only systems guarantee
you that.
3. Under promise, over deliver
Customers expect you to keep your
word. Exceed it.
4. When the customer asks the
answer is always ‘yes’
Period.
5. Fire your inspectors and consumer
relations’ department
Every employee who deals with clients must
have the authority to handle complaints.
6. No complaints? Something’s
wrong
Encourage your customers to tell you
what you’re doing wrong.
7. Measure everything
Baseball teams do it. Football teams do it.
Basketball teams do it. You should too.
8. Salaries are unfair
Pay people like partners.
9. Your mother was right
Show people respect. Be polite. It works.
10. Japanese them
Learn how the best really do it; make their
systems your own. Then improve them.
Case Study
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